Title Consumer-Behavior-Reviewer.pdf ✅

ISO 21001:2018 GREEN VALLEY COLLEGE FOUNDATION INC. REVIEWER Department: College of Business Education 4 of 11 Types of learning: Classical conditioning: Associating a brand with positive emotions (e.g., Coca-Cola and happiness). Operant conditioning: Reinforcement through rewards (e.g., loyalty points). Observational learning: Imitating others (e.g., influencers using a product). 3. Memory Memory stores and retrieves information that influences future decisions. It affects brand recall, recognition, and loyalty. Marketers aim to create memorable experiences through jingles, slogans, visuals, and emotional storytelling. LESSON TITLE: CHAPTER 4: LEARNING AND MEMORY IN CONSUMER BEHAVIOR Learning refers to how individuals acquire knowledge, attitudes, and habits that influence their buying decisions. TYPES OF LEARNING: 1. Classical conditioning is a type of learning where a person begins to associate two stimuli—one that naturally causes a response, and one that doesn’t—until the second stimulus alone triggers the same response Example: Perfume Advertisement Imagine a TV commercial that shows a romantic scene —soft music, candlelight, a loving couple—and then introduces a new perfume 2. Operant Conditioning is a type of learning where behavior is shaped by its consequences—either rewards or punishments. Example: Lazada offers free shipping for orders above ₱999, removing the “pain” of delivery cost 3. Observational Learning also called modeling or social learning—is a type of learning that happens by watching others. Instead of learning through direct experience, people learn by observing the behavior of others and the consequences that follow. EXAMPLE *Influencers using skincare products Influencer Endorsements * A popular TikTok creator uses a new skincare product and shows glowing results. *Viewers observe the routine, remember the brand, and imitate the behavior by buying the product. *They’re motivated by the desire to look good or be trendy